Author(s): Sumant Kumar Tewari
The purpose of this study is to audit the IT for driving customer experience. To achieve this objective an interdisciplinary approach has been followed where the relation among the key dimensions of IT management, customer experience and marketing outcomes has been analysed. For this purpose integrated ISM-fuzzy MICMAC approach has been used. Firstly ISM model representing hierarchical structure of research items has been developed then with the help of fuzzy MICMAC technique items are analysed and classified into various group on the basis of their driving and dependence power. Findings of this research could be used by firms to understand the criticalities of research items and consider them in their strategies for improving their performance in the customer journey at various touch points through enhancing customer satisfaction, word-of-mouth recommendation and loyalty intentions